1. arketing
Guer illa M
Vi ral &
1
l GSU Fall 201
Ja ke Aul

2. Viral marketing
Diet Chocolate Cherry Dr. Pepper and
Chocolate Rain video
Blend it (blendtech case study from
Groundswell)
Old Spice
BurgerKing

3. Viral marketing
Kia hamsters
http://www.youtube.com/watch?v=miC1VZ9UVCQ
Bleeds over into event marketing
Honda Musical Road project
Airlines (United vs. Southeastern)
YouTube as search engine

4. Viral marketing
The emoticon
http://mashable.com/2011/09/20/emoticon-history/
Hotmail
W.O.M.
Years of case studies
(Honda Musical Road?)
Viral mktg?
Or viral video mktg today?

5. Domino’s case study
Domino’s YouTube page
Ad campaign
Social Media integrations
All depts/staff on board

6. What’s with babies?
Dancing baby
Smoking baby
First viral video
Worldwide viral attention
Indonesia government
The landlord embarrassed
sent baby to rehab
One of few viral success
videos from “Hollywood”
Other Indonesian smoking
baby videos
eTrade
Duration of ad campaign

7. The Viral Lexicon
You’ve been “Rickrolled”
Macy’s Thanksgiving parade
http://www.youtube.com/watch?v=wL-hNMJvcyI
Keyboard cat
iCanHasCheezburger

8. Small-Screen Devotions to the Viral phenom
CurrentTV
Viral Video Film School
50 Greatest Viral Videos http://bit.ly/pMNUZJ
Tosh.0
G4

9. Some Personal Favs
Techno Viking
StarWars over San Fransisco
I’m a bear. Put your head in my mouth
The Boss and Dylan redo “Whip my hair”

10. TV Ads as Entertainment
“Firebrand TV has been banked in an experiment to
transform advertising into entertainment. …
The goal was to capitalize on the nascent trend of ads
as entertainment, which intends to make commercials
compelling enough that they are watched for fun rather
than avoided, ignored or skipped.
The trend is also manifesting itself on Web sites like
veryfunnyads.com, part of the TBS cable network…”
http://mediadecoder.blogs.nytimes.com/2008/03/04/firebrand-burns-out/

11. Movies/Video Ads as Entertainment
• Early 2000s video ads
• BMW
• U.S. Army
• Product placement in film
• E.T./Reeses Pieces
• Matrix/Nokia

12. YouTube/Videos as Documentation & PR
Journalism
The Arab Spring
Other examples?
Exit Through the Gift Shop
Mr. Brainswash viral video
Street art
Cartoon Network publicity gone wrong
But… publicity goal achieved?